328 We All Need Our Evidence Bit In Sales

<p style="font-weight: 400;">We have found the prospect.  It might have been through desk research then a cold call or a chance business card exchange at a networking event.  We have decided they probably need our solution, because they fit into the ideal client persona profile we carry around in our heads. If we have been artful, we will have managed to secure a meeting, be it online or more preferably, in person.  After some preliminary small talk to gauge some sense of what personality style they are, we switch up our communication to match their preferences.  We make them feel comfortable with a stranger and we very skilfully seek their permission to ask questions about their current situation and their aspirations for the near future.  Once the buyer GOD has bequeathed this entrée into their needs, we are on our way to make a decision regarding whether we have what they need or not.  If there is a match, then we will move to the next stage around explaining how we can satisfy their need with our solution content.</p> <p style="font-weight: 400;">Now comes the moment of truth.  Will they believe what we are proposing is in their best interests and will deliver the outcomes they seek?  Naturally we have to go through the details of the solution so they can get an idea of what we can deliver for them.  This must be exhausting for a lot of salespeople because this is where they flag and drop the ball.  They go on and on about the facts, the details, the nitty gritty and nothing else. Those salespeople with some training don’t stop there.  They move into explaining what all these various details will deliver for the client, in particular detailing the benefits.  This is where the next round of salespeople drop out, thinking they are done enough and are expecting this is a strong enough launching pad to secure the order.  They would be wrong.</p> <p style="font-weight: 400;">A theoretical benefit isn’t convincing.  What the client really wants to know is what this benefit will do inside their company, inside their